2. GOAL: UNDERSTANDING CUSTOMERS
Increase profit
and market penetration of the
Pillsbury brand in the Canadian Market
Specification to raise flat sales and to achieve a 57% annual growth
Understand difference between US and Canadian
consumers and how can that be leveraged
To see if present campaign is focusing on the right
target
If Pillsbury should reposition the brand in the
Canadian market to better reach goals
Understand which aspects of the product repel or
attract customers
3. PERCEPTUAL MAPPING
Diagrammatic technique used by marketers in an attempt
to visually display the perceptions of customers or
potential customers
Respondents are asked questions about their experience
with the product in terms of its performance, packaging,
price, size etc
These qualitative answers are transferred to a chart
(called perceptual map) using a suitable scale (such as
Likert scale)
Displays consumers’ ideal points that reflect their ideal
combinations of product characteristics
Commonly have two dimensions, can have multiple also
The results are employed in improving the product or in
developing a new one
7. Exhibit #8
Findings
Users Lapsed Users Non Users
Is so easy, you can
make them in a
spur of the
moment
92%
86%
58%
Is an easy way to
make cookies
without a mess
89%
82%
46%
Is good when I am
in a hurry
86%
73%
36%
Is easy to clean up
83%
82%
45%
Can be kept in
hand for when
needed
80%
74%
48%
Interpretations
Recommendations
Both user and lapsed
user groups are
convinced with the
speed of the product
preparation. Even
non-users are also
seemed to be
convinced with this
attribute as well.
Convenience is not
the only way to
increase market
penetration in
household
consumers.
Majority of the non
users are not
convinced about these
attributes but that is
not the case with other
two groups.
Reasons:
low or no awareness
of the product utility.
Advertising
must highlight
what key benefits
the product
proposes instead of
just being
product focused.
8. Findings
Exhibit #8
Users Lapsed Users
Non
Users
For making
something
special
48%
31%
30%
There are
recipes on
package that I
use
16%
17%
14%
I use the dough
in my own
recipes
10%
4%
19%
Interpretations
Recommendations
The company must
None of the group were
undergo thorough
convinced. The consumers
analysis and
feel that the product
identify the key
doesn’t not provide any
attributes the
value that can be
product must have
considered Unique from its
that is not common
competitors.
in the market
Very low percentage of
users use the mentioned
recipes on the package. Multiple usages of
Reasons: 1. The writings the product should
may not be appropriate or
also be
complete
communicated.
2. The lack of faith on the
recipes provided.
Again not many people are
Faith in quality and
comfortable with the
perception about
recipes printed on the pack
the brand is the key
and use their own recipes
concern.
of dough.
9. ADDITIONAL RECOMMENDATIONS
Issues
Seen as superfluous by
mothers who do not buy
ready made cookies
because of neither taste
not time gain
Interpretations
Solutions
Values which are
important for the
consumer are not
delivered
Reposition: “It is so fast and easy to use
Pillsbury and the quality is better than
ready to eat cookies”
Repositioning: “Same ingredients, Delicious
For mothers who bake
Wrong perceptions about results and a lot of time saved. Why bake
from scratch, using
the product due to
from scratch if you can achieve excellent
Pillsbury has a ‘cheating’
wrong positioning
results with Pillsbury with time to spend
implication
with your family.”
